Adam's answer is correct for gestures. Generally, you want to use them when you want some extra / custom functionality for objects.
However, in your case you want to simply use the image as a button, you can do the following to achieve that without having to use a gesture:
[self listenFor:@"touchesBegan" fromObject:photoImage andRunMethod:@"aMethod"];
The reason for this is that all C4 objects will post basic touch notifications by default.